Archive for the ‘Tips and Tricks’ Category

Stop, Look and Listen!

Thursday, February 19th, 2009

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The Green Cross Code not only appears to be useful to pedestrians, but also those in debt!

Arriving in the office early morning, my coffee secure on my desk, it wasn’t long before the rest of the world awoke and the phones started ringing.
The first caller was a client of ours (for the purpose of this blog, we shall call him Joe). Like many people right now, Joe has debt problems due to his unsecured credit commitments and has found it hard to keep his head above water without having to borrow from Peter to pay Paul. He told us an interesting story.
Whilst sat at home searching the job sites, his phone rang and the caller identified himself as, for the purpose of this blog, “Bob” , an employee of a company who had all the answers and was offering to “audit” Joe’s unsecured credit agreements. He claimed they could get his debts written off . As you could imagine, Joe was thrilled and already thanking his lucky stars to receive a call from such a nice person as Bob.
Joe listened intently to how the audit would be carried out and how Bob believed they could find a way to write off all his debt. Finally Joe asked about payment for this service as so far, Bob hadn’t mentioned it. “Oh… there’s just a small fee upfront” he told Joe, “purely a formality to get the ball rolling”. Now, small or not, the funds for this “start up” fee was money Joe didn’t have. But after discussing this with Bob, he was re-assured that although borrowing money to pay this fee would put him further into debt, in the long run it would be the best investment Joe had ever made and could be the answer to all his prayers. This, Bob told him, could be the beginning of a better life. A fresh start.
Although Bob couldn’t see Joe on the other end of the phone, he suspected, as with his previous calls of the day, that Joe was nodding in agreement and was moments away from saying that magic word… “Yes!”. What he didn’t count on, was Joe hesitating one minute too long….long enough for him to question one more thing…..if their refund policy would return his payment to him if the claim was unsuccessful. “Of course” said Bob, though this time, it was Joe who heard the hesitation and realised that despite him desperately wanting this to be genuine, as the old saying goes….if something appears to be too good to be true then it is.
So, playing blind man’s bluff, Joe smiled down the phone and told Bob he would gladly pay the fee as long as he was able to review a copy of the contract with his solicitor.
Click.
His generous new friend, Bob, who was going to take all his worries away had actually hung up on him! What spectacular customer service! What a lovely man ;)
This just goes to show how important it is for consumers and introducers alike to be wary of companies offering these services. It’s always best to check them out thoroughly before committing to anything. Are they transparent enough? And are they working in the best interests for you or your client? And most importantly, remember your Green Cross Code….

Stop – take a moment to think about the situation and the proposal at hand.

Look – take time to look at the company’s website and research what they have told you to ensure you have all the details…even the smallprint!

Listen – Listen to what they are saying. Is it too good to be true? Listen to your own instincts and don’t rush into anything. If it’s genuine, it’ll still be there tomorrow.

Think about lead generation…

Thursday, February 21st, 2008

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Lead Generation vs. Traditional Marketing*

In order to discuss this question, it’s important to first take a step back and remind ourselves why we engage in buying leads. The primary goal of any commercial enterprise is to make money by generating business and, unless you have a contacts list to rival the Beckham’s which can drum up sufficient levels of business, then it’s essential to market your products and services.

There are two principal objectives of marketing:

1) To build a brand – By this we mean a name, design, symbol or other feature that distinguishes a company; it has values, a strongly recognised perception in the marketplace, and represents the consumers’ experience with that company. Think Nike, for me the most successful brand creation in recent decades.

2) To generate a response – A response-geared marketing initiative should do exactly what it says: reach your target consumers, communicated quickly and effectively, have a clear ‘call to action’, and a mechanism by which they can respond. Moreover, it should be specific, quantifiable in terms of how much money it makes versus money spent, and be easily trackable in order to monitor performance.

So, you’ve decided you want to generate a response and start making money. What do you do? You need to determine who your target consumers are, to create a marketing plan for reaching them, and commit a financial budget for doing so.

As you know your business it should be simple for you to define a profile of your prospective customer. But unless you are a marketing expert then working out how to reach them can be very difficult. Some companies engage expensive advertising agencies to assess their business, find out where their customers go, what they read, watch or listen to, and even what they do in their spare time. For a small to medium enterprise this is simply not a feasible option. And even for larger organisations with substantial coffers the financial commitment required to run campaigns through media such as TV, national, regional and local press, radio, directories (Yellow Pages), outdoor (posters and billboards), online (web advertising, SEO, PPC, email), direct marketing (mail shots) and Ambient (innovative advertising in unusual places like the back of receipts or toilet doors!) can be substantial.

Let’s say you do go with your own traditional direct response campaign. Depending on your choice of media, your creative content, and who sees your advertisement, it could yield no responses or responses from people that you did not target. You will not get your money back from Sky, The Times or Google if you do not get what you want. You cannot stop people calling when you’re on holiday or on the golf course. And you have no control over the profile of person that will respond.

However, there is another option: ………………

…………..buy leads!

*Article supplied by our friends at Leadpoint